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The brand is named after an enema, which is like a play on the idea of being thin in fashion (as this medical procedure can be used for the purpose of shedding excess weight) similar to other brands such as BULL EMIC, Anna Rex and S1ZER0. The clothing brand also has a sister label, MyMy, whose clothes are sold in Chébs Eaterie and can be bought in Grand Theft Auto Online.